In the Bronx, NY, Miami, and Los Angeles, Heineken will install murals, as well as, for the first time, on-the-ground art installations, done by Latino artists who are representative of the Hispanic communities in these areas.
"The murals program is just a really excellent manifestation of Demuestra Quien Eres," said Tara Carraro, senior director of corporate communications for Heineken USA, mentioning how the Latino artists are able to connect with the target audience. "It really taps into the cultural pride of the Hispanic consumer, and I think the opportunity that we have here is to be very localized."
In addition to events in New York and Miami, Heineken is focusing on traditional local media outreach and targeting Web sites like NocheLatina.com and online communities for Latino artists, Carraro said. RLPR serves as PR AOR for Heineken Hispanic. The company is hoping that when it comes to social networks and online communities, the outreach will spread organically.